5 Things We Learned at CES 2017 That Everyone Should Know


Going to the annual Consumer Electronics Show (CES) in Las Vegas is spending four days being completely blown away by technology, how far it’s come and the never-before-seen places it’s going. We attended this year to get a first-hand look at what’s next in tech, and while we saw hundreds of different products, many of them made use of the same innovations. Here’s what we saw again and again.

Top 5 Learnings from CES 2017

  1. We can (almost) predict the future. Exponential advances in sensors, connectivity and processing power are quickly enabling a responsive world. Vehicles, services, apps, robots and other things can cater to our individual needs at any given moment … even before we actually know what we need.
  2. It’s a virtual reality world. Experiential marketing will increasingly rely on virtual reality (VR) to create immersive experiences as VR technology continues to improve significantly both in terms of experience and accessibility. Gaming, sports and movies are prime candidates for a shift, and they’re not the only ones. Other industries, such as travel & tourism, could use VR to sell an experience around their product or service to potential prospects.
  3. The cable’s been cut. It is now incredibly sensible to cut the cord on cable subscriptions and not just because of the cost savings, which have always been there. What’s different now is that technology and access have finally caught up and advanced to the point where there is little to no sacrifice in content availability or quality in cancelling cable and moving fully to an internet-only entertainment experience. 
  4. Big Data’s just getting bigger. The anonymized data footprint we leave behind in this ultra-connected, consumer-controlled world will be immense. It will be increasingly possible to predict exactly what someone needs – or needs to hear – at any given moment and to reach them (individually and at scale across many individuals) with a message that is relevant. In terms of BIG DATA … we haven’t seen anything yet! That buzzword we’ve been using for the past few years won’t mean the same thing in the next five years. An influx of new and anonymized BIGGER data will allow the world to develop even deeper and more relevant conversations with everything and everyone we interact with, from the simplest of things like a hairbrush or toothbrush all the way up to cars, drones and robots.
  5. Integration is just getting smarter. We will start to see more integration of various technologies. For example, Amazon’s Alexa is integrated with everything. Instead of big electronics companies like LG, Samsung and Whirlpool creating technologies that link their individual products together, Alexa does it. You can own a Nest thermostat, Whirlpool washer and Samsung oven, and control them all through Alexa’s technology. Alexa will control everything you own.

All of this begs the question: What will we see next year? Will someone bring a virtual personal assistant that can read our minds using Big Data and know exactly what we want to watch on our internet-only TV at any given moment? Only time will tell.

This article was written in partnership by Lindsay Pullins and Ryan Derrow.

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Ryan Derrow
Ryan Derrow

Ryan is Vice President of Media at Empower MediaMarketing, one of the largest independent media agencies in the country. His team plans and executes integrated and programmatic media for clients like Bush's Beans, Dremel, Famous Footwear, LasikPlus, and Rust-Oleum.